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Peninsula Plaza

111 North Bridge Road

#05-41, Peninsula Plaza

Singapore, Singapore 179098

Singapore

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WSQ Social Media Masterclass

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ACE YOUR SOCIAL MEDIA MARKETING SKILLS (WSQ Certification Level 4)

This unit covers the principles of Design Thinking to achieve innovation in a 2-Day course. The skills include using the Design Thinking principles and applying appropriate techniques of each stage of the Design Thinking process to develop innovation that meets user needs, wants and desires.

Type of certification is Statement of Attainment (SOA). Course certification title is Social Media Marketing (Level 4).

Learning Outcomes:

1. Able to evaluate potential and suitability of social media marketing opportunities

2. Able to discover new methods of utilizing social media

3. Able to monitor business outcomes of social media marketing

At the end of the course, the learner should be able to:

• Know what are the key elements of an organisational social media plan.

• List down the characteristics of online customer behaviours.

• List the types of social media users and their characteristics.

• List the types of privacy laws, copyright and intellectual property considerations.

• Know the types of social media scheduling tool and describe its functions.

• Know why is it important to build a community of advocates. Describe how to engage this community of advocates.

• Describe the steps in developing content for social media in consideration of users.

• Develop a social media marketing plan consisting of:

o Social media objectives

o Target audience

o Schedule of content posting

o Key performance indicators for each social media goals

Course Duration

Classroom Facilitation (Online) Practical (Online) Assessment (Online) Total

13 hours 2 hours 1 hour 30 minutes 16.5 hours

Table of Contents

LEARNING UNIT 1: INTRODUCTION TO ORGANISATIONAL SOCIAL MEDIA PLAN

• CHAPTER 1: ELEMENTS OF AN ORGANISATIONAL SOCIAL MEDIA PLAN

• CHAPTER 2: ORGANISATIONAL POLICIES AND PROCEDURES EFFECT ON SOCIAL MEDIA PLAN

• CHAPTER 3: TYPES OF ONLINE CONSUMER BEHAVIOURS

LEARNING UNIT 2: TYPES OF SOCIAL MEDIA PLATFORMS, TOOLS AND THEIR OPERATIONS

• CHAPTER 4: TYPES OF SOCIAL MEDIA PLATFORMS

o FACEBOOK

o TWITTER

o INSTAGRAM

• CHAPTER 5: LAWS AND REGULATIONS ON SOCIAL MEDIA USAGE

LEARNING UNIT 3: USING SOCIAL MEDIA FOR MARKETING PURPOSES

• CHAPTER 6: HOW TO USE SOCIAL MEDIA FOR MARKETING (including Facebook Live)

• CHAPTER 7: APPLYING ONLINE CONSUMER BEHAVIOUR TO SOCIAL MEDIA MARKETING

• CHAPTER 8: BUILDING A COMMUNITY OF BRAND ADVOCATES

LEARNING UNIT 4: MAXIMISING RETURNS OF INVESTMENTS IN SOCIAL MEDIA

• CHAPTER 9: GATHERING AND TRACKING OF DATA FROM SOCIAL MEDIA PLATFORMS

• CHAPTER 10: MEASURING EFFECTIVENESS OF SOCIAL MEDIA MARKETING PLAN

A Strategic Social Media Masterclass (WSQ Certification Level 4)

This module enables the learners to cascade social media management strategies aimed at customer acquisition, engagement, loyalty, and conversion via social media platforms, define metrics and guide the analysis on performance of social media management campaigns to identify opportunities for improvement in a 4-Day Course.

Certification type is Statement of Attainment (SOA) and Course Certification Title is Social Media Management (Level 4).

At the end of the course, the learner should be able to:

• Define social media management strategies

o Key considerations of social media customer relationship management

o Techniques of social media content creation and curation

o Social media management strategies aimed at social media networks customer acquisition, engagement, loyalty and conversion

o Customer behaviours, interests and demographics

o Concepts in social media campaign management

o Develop marketing content to socialise and use for social media purposes (e.g. customer videos briefs, customer case studies, blog posts, posts from analysts and customers)

• Define monitoring metrics

o Mechanics of social media platforms

o Concepts and principles of social media budget management

o Methodologies in social media analytics and measuring ROI

• Monitor social media campaigns

o Types of customer social media posts

o Conduct analysis on performance of social media management campaigns and recommend opportunities for improvement

o Review and analyse customer behaviours, interests and demographics based on social media network data

o Monitor customer responses, reviews, comments across social network platforms based on customer relationship management policies

• Identify opportunities to improve social media campaigns

o Report on social media activities and provide recommendations for continuous improvement of social media use

o Conduct analysis on performance of social media management campaigns and recommend opportunities for improvement

Course Duration:

Online Classroom Facilitation (on Days 1, 2 and 4) Online E-Learning (on Day 3)

Online Assessment (on Day 4) Total

23 hours 8 Hours 1hour and 30 minutes 32.5 hours

Class Size and Lessons

The size of the class will be 15 to 20 participants. All lessons will be conducted via virtual classroom e-Learning platform.

LEARNING UNIT 1: SOCIAL MEDIA ANALYSIS

• CHAPTER 1: SETTING SOCIAL MEDIA GOALS WITH TRACKING METRICS

• CHAPTER 2: TARGET AUDIENCE

• CHAPTER 3: CREATING CONTENT FOR TARGET AUDIENCE

LEARNING UNIT 2: KPIS FOR SOCIAL MEDIA CAMPAIGNS

• CHAPTER 4: COMPETITIVE ANALYSIS

• CHAPTER 5: SETTING SOCIAL MEDIA CAMPAIGN BUDGET

• CHAPTER 6: MECHANICS OF SOCIAL MEDIA PLATFORMS

LEARNING UNIT 3: MONITOR AND REVIEW SOCIAL MEDIA CAMPAIGNS

• CHAPTER 7: CREATING A SOCIAL MEDIA CONTENT CALENDAR

• CHAPTER 8: SALES FUNNEL AS A SOCIAL MEDIA STRATEGY

LEARNING UNIT 4: FOLLOW-UP ACTIONS & CIR ON ORGANISATIONAL SOCIAL MEDIA CAMPAIGN

• CHAPTER 9: TYPES OF POTENTIAL OPPORTUNITIES FROM SOCIAL MEDIA CAMPAIGN ANALYSIS

REFLECTION JOURNAL

APPENDIX 1

APPENDIX 2

APPENDIX 3 - How to Build a Chatbot without Coding

REFERENCES

Note: This consultation is a complimentary service and there is no obligation to enrol.

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Location

Peninsula Plaza

111 North Bridge Road

#05-41, Peninsula Plaza

Singapore, Singapore 179098

Singapore

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